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The Newspaper Effectiveness Metric Content • Why create a Newspaper Effectiveness Metric? • The Newspaper Effectiveness Metric in summary • Validation of the ‘Roles of Advertising’ measure • Creation of newspaper norms • Benchmarking newspaper creative – an example • Appendix: Ads tested in creating the newspaper norms WHY CREATE A NEWSPAPER EFFECTIVENESS METRIC? Why did The Newspaper Works create an effectiveness metric? • Newspapers are pigeon-holed for certain advertising categories and roles • Most tracking metrics are designed for TV, not newspapers • There is no recognised approach to measuring effectiveness in relation to newspapers • Need for a metric specifically designed for newspapers – improve understanding of how to use newspapers effectively – demonstrate that newspapers can help build brands and develop emotional connections – help improve the standard of newspaper creative – provide consistency in the way newspaper effectiveness is measured The Newspaper Works’ effectiveness partner NEWSPAPER EFFECTIVENESS METRIC IN SUMMARY The Newspaper Effectiveness Metric in summary Recognised industry measures + Newspaper measures Brand measures • • • • • • • Brand Awareness Brand Image Brand Commitment Brand Involvement Brand Equity Brand Sensitivity Category/Brand Ad Awareness Ad measures • • • • • • • • Ad Recognition Brand Linkage Interest Brand Equity Impact Roles Of Advertising Newspaper Creative Diagnostics Message Take-out Emotional Response The Newspaper Works’ effectiveness partner: Uses of the metric Case studies • Pre/post effectiveness studies, measuring inmarket effects Newspaper creative benchmarking • Comparison of creative against category averages Category deep dives • Comprehensive analysis of how newspapers can best be used to influence purchase behaviour VALIDATION OF THE ‘ROLES OF ADVERTISING’ MEASURE Validation of the Roles of Advertising measure The Roles of Advertising • • • • While it is widely accepted that newspapers are effective in conveying information and generating a call to action, it is not as well understood that newspapers are powerful across a broader range of strategic roles, particularly in the area of brand building. Six distinct, but not mutually exclusive, strategic roles that newspaper advertising can play were originally identified by the Newspaper Marketing Agency in the UK. The Newspaper Works set out to comprehensively validate these roles in Australia with our research partner Ipsos Media CT. A combination of qualitative and quantitative testing led to the creation of measures that identify the roles that newspaper ads can play and discriminate between them The Roles of Advertising measure demonstrates how consumers connect with newspaper advertising, and provides learnings as to how advertisers can maximise the strategic impact of their advertising Quantitative and qualitative testing April 2008 May-June 2008 Qualitative Testing Quantitative Testing • Shaping the Roles of Advertising statements into consumer language • Nationally representative sample of n=80 • Conducted online • Testing of the Roles of Advertising statements against a range of ads • Two-stage process, with second stage testing revised versions of some statements • Population representative sample of the five mainland state capitals • n=1628 across the two stages • Conducted online The Newspaper Works’ effectiveness partner: The Roles of Advertising • The qualitative and quantitative testing resulted in the consumer statements below, describing the six strategic roles that newspaper advertising can play Strategic Role Description Affinity Gives me a good feeling about the brand Reappraisal Encourages me to think differently about the brand Information Gives me more information about the brand Call to Action Gives me a reason to buy, use or find out more about the brand Public Agenda Raises an important issue/cause Extension Reminds me of the TV advertising for the brand Validation of the ‘Roles of Advertising’ measure SELECTED RESULTS FROM QUANTITATIVE TESTING Preliminary from validation Selected resultsresults from quantitative testing work Affinity Extension (Re)Appraisal Public Agenda Information Call to Action Source: Quantitative testing of the Roles of Advertising, round 2, stream 3 Preliminary from validation Selected resultsresults from quantitative testing work Affinity Extension (Re)Appraisal Public Agenda Information Call to Action Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Source: Quantitative testing of the Roles of Advertising, round 1 Preliminary from validation Selected resultsresults from quantitative testing work Affinity Extension (Re)Appraisal Public Agenda Information Call to Action Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Source: Quantitative testing of the Roles of Advertising, round 2, stream 3 Preliminary from validation Selected resultsresults from quantitative testing work Affinity Extension (Re)Appraisal Public Agenda Information Call to Action Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500 Source: Quantitative testing of the Roles of Advertising, round 1 CREATION OF NEWSPAPER NORMS Creation of newspaper norms Benchmark study methodology • • • • • • Testing of randomly selected newspaper display ads 5,100 ad observations in total 40 test ads, 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August 2008 Sample size 1,737 Creation of newspaper norms Presentation of ads to respondents • • • In-situ presentation ensures the ads are perceived as newspaper not magazine ads Ad then presented full screen, for easier reading Respondent also able to zoom in to read copy at any stage In-situ Full screen Creation of newspaper norms THE KEY NEWSPAPER AD NORMS Ad Recognition Question Do you remember seeing the newspaper ad before? •Yes •No Also known as Prompted ad awareness, prompted recall, executional cut through Relevance to advertisers Indicates extent to which the advertising creative cuts through Main indicator against which media agencies are assessed Ad Recognition Q. Do you remember seeing the newspaper ad before? Yes No 87 All Newspaper Norm Yes - 13% 13 Ad Recognition Source: Benchmark study Brand Linkage Question You mentioned that you saw the newspaper ad; what brand was it for? • Open ended response Also known as Brand recognition, branding Relevance to advertisers Indicates whether consumers register the brand in the ad Brand Linkage Q. You mentioned that you saw the newspaper ad; what brand was it for? Correct Incorrect/ Don't know 35 All Newspaper Norm Correct brand - 65% 65 Brand Recognition Source: Benchmark study Interest Questions Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. • What the ad said or showed was interesting to me Relevance to advertisers Provides a measure (self reported) of the interest in the advertising message. Interest Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. Top two box - 34% 7 27 Strongly Agree Somewhat Agree 34 Neither Agree Nor Disagree 15 Somewhat Disagree 17 Strongly Disagree What the ad said or showed was interesting to me Source: Benchmark study Brand Equity Impact Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. Questions Relevance to advertisers • The ad made the brand seem different from other brands in the category (uniqueness) • The ad made the brand appear to be appropriate and fit in with my lifestyle and needs (relevance) • The ad improved my familiarity and understanding of what the brand is about (familiarity) Indicates the effect the ad is having on the key components of the brand’s brand equity Familiarity Relevance Uniqueness Brand Equity Impact Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether you agree or disagree that the statement describes the newspaper ad for [BRAND]. Top two box - 28% 5 23 Top two box - 25% 4 21 Top two box - 25% 5 20 Strongly Agree Somewhat Agree 41 42 42 15 16 15 17 Neither Agree Nor Disagree Somewhat Disagree 17 16 Strongly Disagree The ad improved my familiarity The ad made the brand appear to The ad made the brand seem and understanding of what the be appropriate and fits in with different from other (categorys) brand is about my lifestyle and needs Familiarity Relevance Uniqueness Source: Benchmark study Roles of Advertising Question Thinking about the newspaper ad, which of the following statements below would you agree with?’ (Mark as many or as few as you want) Relevance to advertisers Measures consumer response against 6 key advertising roles that newspaper advertising can perform 1. Affinity 2. Reappraisal 3. Information 4. Call to action 5. Public Agenda 6. Extension Roles of Advertising Strategic Role Statements Affinity Gives me a good feeling about the brand Reappraisal Encourages me to think differently about the brand Information Gives me more information about the brand Call to Action Gives me a reason to buy, use or find out more about the brand Public Agenda Raises an important issue/cause Extension Reminds me of the TV advertising for the brand Roles of Advertising Q. Thinking about the newspaper ad, which of the following statements below would you agree with?’ Affinity Extension Reappraisal Public Agenda Information Call to Action Source: Benchmark study Creative Diagnostics Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether each statement describes well, describes somewhat or does not describe the newspaper ad for [BRAND]. Question Relevance to advertisers • • • • • • • • • • • Has a great picture of the product Doesn’t grab my attention Looks dull and boring Is similar to all the other ads for (category) Is cluttered Has too much information Being in a newspaper helps to make the ad believable Makes it easy to see what is on offer Headline made me want to stop and read more Is a good looking ad Catches my eye Measures consumer reaction to specific aspects of the creative execution Provides an indication of the how/ why the ad is working or not working Creative Diagnostics Q. Following is a series of statements that could be used to describe the newspaper ad for [BRAND]. Please indicate whether each statement describes well, describes somewhat or does not describe the newspaper ad for [BRAND]. negative positive Has great picture of product Catches my eye Is a good looking ad Headline made me want to read more Makes it easy to see what is on offer Being in newspaper helps make ad believable Doesnt grab my attention Looks dull and boring Similar to all other ads for (category) Is cluttered Has too much information Figures show ‘describes it well’ responses Source: Benchmark study BENCHMARKING NEWSPAPER CREATIVE – AN EXAMPLE Newspaper creative benchmarking example • This Woolworths ad was randomly selected as part of the Benchmark Study, which created the newspaper norms • The following slides show its performance against the norms Newspaper creative benchmarking example Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Source: Benchmark study Newspaper creative benchmarking example Brand Equity Impact (%) Source: Benchmark study Newspaper creative benchmarking example Role of advertising Source: Benchmark study Newspaper creative benchmarking example Creative Diagnostics negative positive Has great picture of product Catches my eye Is a good looking ad Headline made me want to read more Makes it easy to see what is on offer Being in newspaper helps make ad believable All newspaper norm Doesnt grab my attention Looks dull and boring Similar to all other ads for (category) Is cluttered Has too much information Woolworths weekly specials ad Figures show ‘describes it well’ responses Source: Benchmark study APPENDIX: ADS TESTED IN CREATING THE NEWSPAPER NORMS Appendix: Ads tested in creating the newspaper norms Sydney 1 Appendix: Ads tested in creating the newspaper norms Sydney 2 Appendix: Ads tested in creating the newspaper norms Melbourne 1 Appendix: Ads tested in creating the newspaper norms Melbourne 2 Appendix: Ads tested in creating the newspaper norms Brisbane Appendix: Ads tested in creating the newspaper norms Adelaide Appendix: Ads tested in creating the newspaper norms Perth